The Swiss Watchmaker ROGER DUBUIS partnered with VELVET the Shanghai-based Social Media agency, to underscore its audacious & avant-garde DNA among the savvy Chinese audience. “Daring Partner” campaign invites them to tap, swipe, and shake to digitally find the timepiece that perfectly match their unique lifestyle.

5 years after its creation, WeChat is still at the top of the curve of social media with over 768 million users. Luxury houses have been massively investing through this path as the surest way to reach the connected generation and express a clear brand positioning and voice. VELVET took that bet and partnered with Roger Dubuis, to deliver an easy to interact yet unique experience through China top one social platform, WeChat.

Roger Dubuis’ unique contemporary luxury watchmaking

VIP dinners on the top of the Mont Blanc

Roger Dubuis delivering experiential content through VR

Unique since its very creation in 1995, Roger Dubuis has been at the forefront of contemporary luxury watch industry thanks to its exceptional watchmaking mechanisms and quality combined with highly differentiated, audacious designs. From VIP dinners on the top of the Mont Blanc in the French Alps to innovative format as one of the first brand to deliver experiential content through VR during its branded events, Roger Dubuis takes a strong position about offering unforgettable experiences.

A unique experience with WeChat HTML5 mini-site

To celebrate the uniqueness of Roger Dubuis core collection Excalibur, VELVET designed a fully branded HTML 5 on WeChat where watch lovers can easily tap to answer and shake to get its best Daring Partner timepiece.

After sharing some snapshots of the selected watch – to be found in Roger Dubuis stores – participants will be selected to win extraordinary experiences in China including tickets for the upcoming FFF GT Race in Shanghai this September, or invitations at the most exclusive Roger Dubuis event in October…

Leveraging online influencers (KOLs)

As for any luxury brand looking to amplify its messaging online, KOLs has long been a long-term and effective strategy than traditional advertising. For the campaign, Roger Dubuis has been leveraged to give educational background on the brand core values and cultural references. For instance, JiLiang, a KOL who has over 256,000 followers on WeChat, focused on the sword ‘Excalibur’ as the physical interpretation of every conquering men best partner.

WeChat Moment Ads

In addition, with influencers, Roger Dubuis has been leveraging WeChat advertising system to reach beyond their target audience. Since 2014, Tencent has began to experiment with banner ads on WeChat and later in early 2015, rolled it out on its users’ Moments allowing brands to gain media exposure in a premium location. Over the past year, Tencent has been investing more in the technology that allows advertisers to target ads based on a user’s online activities and preferences allowing more sophisticated formats.